According to Wikipedia, “account-based marketing, or ABM, is a term used in sales and marketing. An approach where marketers focus on accounts (i.e., companies and organizations) instead of individual contacts.”
This tactic allows for personalized and relevant information to be delivered to the right people in your target market. This brings more effective conversions than standard B2B lead generation techniques such as mass emailing or content syndication.
Who should do account based marketing?
Account based marketing is typically handled by companies with an established brand such as IBM, Dell, HP, Salesforce, etc. These are all good examples of household names that have spent decades establishing their reputations through traditional direct marketing methods.
However, en-mass emailing is not the only method of account-based marketing; many mid to large-sized companies are now adopting account-based marketing as a lead generation tactic because it works!
What types of AdTech companies could benefit from ABM? Companies that have spent years building their brand names within specific industries, especially B2B, are perfect candidates for ABM.
A typical account-based marketing strategy wouldn’t work well if you were a new advertising company with no existing customer relationships. However, it’s the perfect tactic for a more established digital marketing agency.
What are some common ABM activities?
There are numerous ways to execute an account based marketing campaign. For example, sending emails to key decision-makers and creating informational assets (white papers and case studies, etc.) that the right people in your target accounts will want to read can both help build brand awareness within future opportunities.
How can AdTech companies measure account-based marketing?
Tracking and measuring your marketing activities is imperative to ensuring the best possible market penetration and maximizing ROI. You can track conversions through Google Analytics or similar systems that monitor ABM campaigns. In addition, tracking the effectiveness of ABM activities such as cold emailing and creating informative assets means you get a quantifiable return on investment (ROI).
ABM isn’t for everyone, but if you want to stand out from your competitors within B2B sales, then it’s worth looking into! So next time you’re working on a new client acquisition campaign, think about how account based marketing might help your business win more deals.
Conclusion
You’ve probably already heard about account-based marketing. Still, in case you haven’t, it’s where instead of focusing on one-to-one personalized marketing messages, marketers target companies who are best suited for their products.
It’s worth considering if you’re in B2B or ad tech and want to stand out from the crowd.
Leave a Reply